Selling by contributing: the monetization strategy of individual content providers in the light of human brand
Sha Zhou,
Yaqin Su,
Muhammad Aamir Shahzad
et al.
Abstract:PurposeThe integration of social media and e-commerce has resulted in a rising phenomenon among individual content providers (ICPs), who used to offer free content, to provide consumers with paid content, such as online courses, Q&As or consultations. Despite the prevalence of ICPs’ content monetization, empirical research has rarely studied its underlying mechanism. This paper examines how the characteristics of free content contributed by ICPs on social media platforms influence their paid content sales,… Show more
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